King’s Hawaiian marketing blitz hits NBC

TORRANCE, CALIF. — For the second time in less than a month, King’s Hawaiian products took center stage on a major television network.

On Feb. 2, the maker of sweet buns and rolls was featured as part of NBC’s “The Celebrity Apprentice” as part of a task in which the show’s celebrity participants were asked to create a photo bomb campaign to promote King’s Hawaiian products.

The winning team, led by Johnny Damon and including Brandi Glanville, Leeza Gibbons and Ian Ziering, incorporated the King’s Hawaiian brand in a variety of shots of New York City, including the Statue of Liberty and the Brooklyn Bridge.

Last month, King’s Hawaiian made its debut on the Hollywood scene as an official partner and snack of the “People’s Choice Awards 2015” that aired on CBS. The brand took center stage with its #stashtherolls integration that included actress Kristen Johnston and actor Donald Faison showcasing how King’s Hawaiian rolls “are so irresistible” that stars hide them for a mid-show snack.

Founded in Hilo, Hawaii, in 1950, King’s Hawaiian is a family-owned and operated business that makes Hawaiian products, including the original Hawaiian sweet dinner roll. The company operates baking facilities in Torrance and Oakwood, Ga.